Where BlackBerry Went Wrong

5/1/2013 11:45PM

BlackBerry’s market share has fallen as competing smartphone giants like Apple and Samsung have come to dominate. The company’s Chief Marketing Officer Frank Boulben tells us where BlackBerry went wrong and how it is launching a comeback.

This transcript has been automatically generated and may not be 100% accurate.

... I ... after a lackluster ... BlackBerry is giving itself a maker of earth with the launch of the heat and the company and I think Elise seems to be a creative director for the rest of the company's chief marketing officer Frank falls off the told me where the company went wrong ... and how it's like to get comeback ... in the smartphone experience the awesome neighbor states that need to be going ... he did great browsing experience ... the new great niece media futures the great screen the great camera ... then you need to reach ecosystem if implications ... so we've been a great day and week over this that was the XLU meal draws a visit in ... the midst of the market in the news of divorce takes that step with the French ... one device for your life the new BlackBerrys seat and smartphone ... powered by BlackBerry ten am Marcato world flooded with smart friends today what you think the biggest challenge is going for ... I think you don't is it's very important to knit on customer base the fund is Wheeler huge spending that we have more than thirty million fans ... on social networks that own ... Hwee of more than seventy five Median ... existing Gregory Users Whitmore so productive customers who use Twitter but very ... limited this and want to come back ... and so we've had a great then off Barrett's to communicate to them that ... we have ... green genius redesign review of the BlackBerry ... experience ... and that there is something was shaking out what is it the biggest mistake BlackBerry made in the past ... but I thing we hadn't anticipated the this team ... we switched four G networks have emerged ... in the future in the U S ... and we haven't been CBT or so the directing penetration performance cream Quidditch ... the United States ... how important is a setup for the overall growth of compared to other parts the world ... extreme cold ... if you dig China grew in China is twenty five person of the high-end smartphone market in the wound ... so we we have to be imprisoned successfully in the in Asia ... where stock with a very strong base as you pointed out ... and so we need